© 2014 IO Integration, Inc. All rights reserved.

The Future of Content Marketing How GoPro and BMW create killer customer brand experiences

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Agenda

11:30 AM Welcome — Mike Holt, CEO, IOI

11:40 AM Introductions All Around — Rich Carroll, Technical Solutions Manager, IOI

Noon Lunch How GoPro and BMW Create Killer Customer Brand Experiences — Rich Carroll

12:15 PM Case Study: Crank It Up, Let ‘er RIP! — Graham Blanks, Director NA Operations, DALIM

12:20 PM DALIM ES 4.5 First Look — Frederic Sanuy, Solutions Architect, DALIM

1:00 PM Stop Overthinking Your DAM: Just Do It! — Tiffany Randall, Technical Manager, IOI

1:20 PM Networking

2:00 PM Wrap-up

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Presenter: Rich Carroll

Bio: Technical Account Manager, IO Integration Previous: Creative IT lead for Leo Burnett: OS9->OSX for 600 mac users, custom Marketing Automation solutions for US Army and Starbucks, Quark -> InDesign Background: Studio and portrait photography. In home baby photography. Commercial Photo lab tech during transition from analog to digital. Contact: rich@iointegration.com

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Everyone wants customers that

YOUR BRAND!

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WHAT USED TO BE THIS

Mass publication of content pushed to the consumer without knowing the consumer or the context

HAS NO BECOME THIS

Content marketing is changing rapidly. . . through technology

HAS NOW BECOME THIS

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Technology is driving new conversations . . .

…with consumers across every

media platform

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Mission

Tactics

Measurement

Customer Intelligence

THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN

•  Represent the brand •  Finding customer •  Push

•  Mass Advertising •  Demographic •  Generalized content

•  Point in time blasts •  Few isolated channels •  Waterfall method •  Advertising

•  3rd party table •  Intuitive decision making •  Excitement, buzz

•  Represent the consumer •  Find the consumer •  Pull

•  1:1 targeting •  Behavioral •  Personalized content

•  Continuous relationship •  Exploding integration channels •  Agile method •  Storybuilding, content re-use

•  Owned big data •  Fact based decision making •  Engagement, revenue

Marketing is transforming from unknown to known

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You know you live in the Information Age when…

Consuming Content

is like a losing a Tetris battle.

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Marketing content and data will continue to grow

TB/yr

2013 2014 2018

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And more marketing technology means

~100 ~350 ~950

2011 2012 2014

Info source: Scott Brinker JANUARY 7, 2014!

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More divergence and rapidly growing markets

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Retail

E-commerce

Social

Distribution

Commercial Partnerships

With more channels to manage and influence . . .

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Content is King

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Did you know…

60% of all goods are bought on the strength of the brand communications. Source: Millard Brown

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And content isn’t a fad, it’s the ERP for brands

ERP / Business Software

CRM Software

Communications Software

Customer

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And it is being consumed constantly across many channels

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70 minutes | web browsing

127 minutes | mobile applications

168 minutes | television

© 2014 IO Integration, Inc. All rights reserved.

Rise of the In-House Agency From 2008 to 2013, use of in-house agencies has increased to 58% in 2013 from 42% in 2008 (Assoc. National Advertisers) and companies like Apple and Google are fueling the creative team come-back by doing more in-house instead of with an “agency of record” (Forbes) because: •  Economics—marketers need to do more with less •  Digital, social, and mobile media require

unprecedented speed and agility •  Brands want to own the customer experience

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TRADITIONAL DIGITAL

OMNI CHANNEL

EXPERIENCE

Enter omni-channel customer experience management (CXM)

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Customer Experience Management (CXM) by the numbers

Marketers believe CXM is most exciting opportunity

But that the focus on omni-channel campaign management and personalization will supersede CXM in the next 5 years..

76%

66% Marketing has changed more in the last 2 years than previous five decades

Technology drives marketing. Customer focused experiential marketing requires an obsession with data, deep understanding of the brand and storylines

20% Believe that their c-suite has stomach for adaptive, experiential marketing

Agile marketing requires a business culture that embraces experimentation and allows failure.

80% Of marketers agree that the role of content will grow while push media effectiveness dies

Right moment, right channel, location-based 1:1 marketing is here to stay

* Adobe Quarterly Digital Intelligence Briefing

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Content = Information + Experience

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Customer Takes Action

Experience The know brand wow

Amplify Across media channels

Influence Others behavior, opinions

Extend Reach and marketshare

Relevance

Engagement Awareness

Revenue

CUSTOMER

TIM

E How do you get customer experiences that increase sales?

CONTENT MARKETING STRATEGY BUILDS ON THESE 4 PILLARS

CXM STRATEGY = $$$

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Think about all the channels you facilitate and leverage

Your Brand

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So content strategy and technology needs to be integrated

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Content Marketing Technology Success

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Starts with great storytelling to the right person, the right way.

Technology delivers the message in the moment.

Message received.

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Web Print

Mobile Social Networks

PIM/ERP CRM

Analytics Geospatial

e-commerce

Customer engagement

Customer experience

Content

But it’s even more important that your content resonates

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Apps CRMs

Marketing Media Channels

Events & Promotions

Social Media Magazines Web2Print Intranets Websites

Blogs

Data & Information

Branded content

consumer brand value

Experiment to maximize value of Content Communications

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And you are able to optimize performance across channels

Agile/Adaptive

Marketing Strategies

Website

Webshop

Social Media

Public Relations

Advertising

Promotions

Point of Sale

Media

Dealers

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The Best Content Strategy: Building 1:1 Consumer Relationships

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1:1

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These companies have amazing customer experiences, so customers...

THE BRAND!

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GoPro – Camera Manufacturer or Media Powerhouse?

Personalized relevant content based on the consumers interaction with the brand SELLS and creates FANS

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Gained media is highly effective: some brands already know it!

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What is Redbull: drinks manufacturer or an adventure brand?

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Nike: Running shoes or dreams of the healthy lifestyle?

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Visa builds inbound consumer apps for compelling experiences

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Under Armour buys worlds largest fitness tracking platform

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NFL Looks for new digital outlets for NFL related programing

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Connecting the Content Strategy to the Consumer Story

MEASUREMENT

Content Strategy •  Media •  Analytics •  Research •  CRM •  Ingestion •  Profiles “What works and why” “Tactics, timing, positioning”

Content Technology •  Creation •  Production •  Delivery •  Platforms •  Meta-data •  Integration

“How it gets executed” “Scalability, relevance, speed”

Constomer Experience •  Engagement •  Relevance •  Purchasing •  Interaction •  Influence •  Amplification “Brand storytelling, personalization” “Message, interact, share”

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Content Marketing Technology Vision

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BEST PRACTICES

•  Centralize all media content for single point of truth for multi-channel publishing – online, offline, social, mobile, video

•  Integrate mktg ops/ERP/CRM/ecommerce

•  Focus on usability and seamless web and mobile experience

•  Listen and analyze content interactions, optimize

•  Deliver relevant, engaging and interactive content

Media Asset Management

Publishing / Creative

All Channels Offline Online

Consumer Experience

Enabled by using smart people and smarter technology

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CXM Strategy: Keys to success

ID Know what success looks like before you start

KISS Keep it simple and stupid

RINSE, REPEAT Measure performance, recalibrate, try new things

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And your customers will really . . .

YOUR BRAND!

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Thank you!

Contextual Content builds A more powerful experience

built on knowledge and insights